How to Build a CULT | Lulu Cheng Meservey

章节 1：在 AI 垃圾内容时代突围：回归“人”的特质

📝 本节摘要：

本节介绍了访谈嘉宾 Lulu Cheng Meservey 的资深背景。作为顶级沟通策略专家，她指出在 AI 生成内容（AI slop）泛滥和企业发布频率极高的“喧嚣世界”中，传统的大规模分发已失效。她提出脱颖而出的首要核心是回归“人”本身——利用人类故事、鲜活的个人特质以及“人类吉祥物”（Human Mascot）来建立情感连接，从而在无限的内容洪流中赢得关注。

[原文] [Narrator]: The surface area of the opportunity we have to latch on is getting more and more fine which means that the hook that we need to use has to get more and more sharp.

[译文] [旁白]: 我们能够抓住的机会表面积正变得越来越细微，这意味着我们需要使用的“钩子”（hook）必须变得越来越锋利。

[原文] [Narrator]: Lulu Cheng Meservey is one of the sharpest minds in communications today, having been CCO (Chief Communications Officer) and EVP (Executive Vice President) of corporate affairs at Activision Blizzard and VP of comms (communications) at Substack.

[译文] [旁白]: Lulu Cheng Meservey 是当今传播领域最敏锐的思想家之一，她曾担任动视暴雪（Activision Blizzard）的首席传播官（CCO）兼企业事务执行副总裁（EVP），以及 Substack 的传播副总裁。

[原文] [Narrator]: She is now the creator of Rostra, the only advisory firm focused on founder comms.

[译文] [旁白]: 她现在是 Rostra 的创始人，这是唯一一家专注于创始人传播（founder comms）的顾问公司。

[原文] [Narrator]: Lulu is known as the go-to strategist for CEOs, founders and policymakers navigating high-stakes moments.

[译文] [旁白]: Lulu 被公认为 CEO、创始人和政策制定者在应对高风险时刻时的首选策略师。

[原文] [Narrator]: In this episode she explains how to grab attention in a noisy world filled with AI slop, appeal to human psychology and build trust instead of farming engagement.

[译文] [旁白]: 在本集中，她解释了如何在充满 AI 垃圾内容（AI slop）的喧嚣世界中抓住注意力，诉诸人类心理，并建立信任，而不是单纯地刷取互动量（farming engagement）。

[原文] [Narrator]: "If someone is fighting you with stories, you have to fight with stories. Under the statistics are more powerful stories. If you're trying to relieve pressure, you don't get to change how much force is coming at you but you can change the surface area. You're not just attacking me, you're attacking all of us."

[译文] [旁白]: “如果有人用故事攻击你，你必须用故事反击。在统计数据之下，是更强大的故事。如果你试图缓解压力，你无法改变向你袭来的力量大小，但你可以改变受力表面积。你不仅仅是在攻击我，你是在攻击我们所有人。”

[原文] [Narrator]: The loss in trust, loss in future prospects, customers, employees who defect, that recruit that doesn't accept the job offer — it could add up to billions.

[译文] [旁白]: 信任的丧失、未来前景的流失、客户和员工的流失，以及那个拒绝入职邀请的准员工——这些损失加起来可能高达数十亿美元。

[原文] [Shane Parrish]: Lulu, welcome to the podcast.

[译文] [Shane Parrish]: Lulu，欢迎来到本档播客。

[原文] [Lulu Cheng Meservey]: Thank you. Thanks for having me.

[译文] [Lulu Cheng Meservey]: 谢谢。感谢邀请我。

[原文] [Shane Parrish]: In a world that is so noisy, it's full of AI generated content, there's people trying to get your attention, how do we get people to pay attention to us?

[译文] [Shane Parrish]: 在这样一个如此喧嚣的世界里，到处充斥着 AI 生成的内容，人人都在试图吸引注意力，我们该如何让人们关注我们呢？

[原文] [Lulu Cheng Meservey]: I think about this a lot because the flood of just sheer content is completely unrelenting, and people are doing things all the time now too, like people are creating genuinely interesting things with new tools.

[译文] [Lulu Cheng Meservey]: 我经常思考这个问题，因为纯粹内容的泛滥完全是持续不断的，而且人们现在也一直在行动，比如利用新工具创造出真正有趣的东西。

[原文] [Lulu Cheng Meservey]: Where it used to be, if you look at the world of company launches, it used to be every few months there was some big announcement or some new launch; now it's multiple a day, every single day, including weekends and evenings and holidays.

[译文] [Lulu Cheng Meservey]: 如果你看一下公司发布会的世界，以前每隔几个月才会有一次重大公告或新产品发布；现在每天都有好几次，每一天都是如此，包括周末、晚上和节假日。

[原文] [Lulu Cheng Meservey]: And so the way to stand out from that, I think, is a few things. One is it's about human beings.

[译文] [Lulu Cheng Meservey]: 所以，我认为从这种环境中脱颖而出的方法有几点。第一，是关于“人类”本身。

[原文] [Lulu Cheng Meservey]: We've always gravitated to human beings and human stories, and I think we gravitate to that even more now because it gives you something to care about that's not just generic content.

[译文] [Lulu Cheng Meservey]: 我们总是会被人类和人类故事所吸引，我认为现在我们对此更加向往，因为它给了你一些值得关注的东西，而不仅仅是通用的内容。

[原文] [Lulu Cheng Meservey]: Content is infinite, but individual human characters stand out from that. It gives you a person to root for, gives you something to get attached to, it gives you a thing to care about.

[译文] [Lulu Cheng Meservey]: 内容是无限的，但鲜活的个人特质（individual human characters）能从中脱颖而出。它给了你一个可以支持的人，一个可以产生依恋的目标，一个让你在意的东西。

[原文] [Lulu Cheng Meservey]: And so having it be attached to a human, whether it's a product launch or a company launch or some some piece of information, having a human mascot represent it is really important.

[译文] [Lulu Cheng Meservey]: 因此，将其与人挂钩——无论是产品发布、公司成立还是某项信息——拥有一位“人类吉祥物”（human mascot）来代表它，是非常重要的。